GM Says It’s Passing on $4 Million Super Bowl Ad Rates

by | May 19, 2012 at 8:16 AM | TV News

General Motors says its famous logo will be absent from next year's Super Bowl. (Photo: Getty Images)

DETROIT (Reuters) – General Motors will not advertise in next year’s Super Bowl because it is too expensive, the top marketing executive for the automaker said three days after the company announced it was dropping paid ads on Facebook Inc.

The 2013 Super Bowl will be broadcast by CBS, which is selling 30-second ads for as much as $4 million.

Spots on NBC’s broadcast of this year’s Super Bowl (which is always the year’s most-watched show on TV) cost about $3.5 million per 30-second spot.

“We understand the reach the Super Bowl provides, but with the significant increase in price we simply can’t justify the expense,” GM global marketing chief Joel Ewanick said in a statement.

GM, which ran four ads during this year’s Super Bowl broadcast, also chose not to advertise during the Super Bowl in 2009, just ahead of its June filing for bankruptcy protection.

CBS spokesman Dana McClintock declined to comment.

When the New York Giants defeated the New England Patriots for the Super Bowl title in February, more than 111 million Americans tuned in, making it the most-watched TV program in U.S. history.

The largest advertisers in Super Bowls every year include automakers, movie studios and beer maker Anheuser-Busch InBev.

From 2002 to 2011, GM ranked as the third-largest advertiser during the Super Bowl – behind Anheuser-Busch and PepsiCo – at $82.8 million, said Kantar Media. GM spent another $21 million during this year’s game.

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